WayRay, a startup pioneering holographic technology, envisions glass as the surface driving the future of in-vehicle entertainment. For the past decade, the company, headquartered in Zurich, has explored the use of holograms projected on windows as a way to create unique experiences for vehicle occupants.
"It dates back to 2012, when Vitaly [Ponomarev], our CEO, had this idea of actually making the head-up display, or any kind of information displayed in the car, a little bit more immersive and less distracting," WayRay Project Manager Michal Macuda told Automotive News. "That's basically how it started."
WayRay has raised $108 million in capital to date, including investments from Porsche Ventures and Hyundai Motor, Co. according to the company. It uses true augmented reality and deep-reality display technology to generate virtual images at any distance on multiple depth planes. The virtual images are generated by projecting a red-green-blue laser beam through a picture generating unit onto a holographic optical element, or foil, placed inside a transparent surface — typically a vehicle's windshield or side window.